Nov 20, 2013, 11:11:35 AM IST

A husky voice sings a ballad of freedom and a host of women release sky lamps with hand-written messages. <br><br>
Not to be mistaken for an ad for Independence Day, this one is softer activism at work, holding forth the flag of freedom from skin problems. The symbolism for once seems to be resonating well.

Much has already been written about this jewellery brand TVC that tries its utmost to position the brand as more than just glittering gems, and give it a larger context in a changing world. <br><br>
The predictable marriage scenario is given a couple of sharp twists putting it into the league of a smartly made full-length.

Grandparents reliving the old days while on vacation with their children and grandkids. dancing to old tunes, going on safaris and playing cricket in the front lawn. <br><br>
If they had dialed it up a few notches this could have qualified as a 30 second version of a Sooraj Barjatya film. <br><br>
However, while the director’s 3-hour family sagas were super hits and still run on the telly, this happy unit has been kicked out of the mansion. Our panel’s not buying their pursuit of happiness.

Real estate brands’ cookie cutter approach of a happy family doing various mundane things against the backdrop of a swanky and whitewashed condominium does not seem to be cutting much ice with our panel.<br><br>
The dream houses shown in this film seems to be the one stop shop for way too many things. <br><br>
It’s a sad reflection that on the category that paints and home loans are able to say more about the joys of home ownership in their communication than an actual real estate brand.